You are using an outdated browser. Please upgrade to a more recent browser for a better experience.

Measurement & ROI

Measurement & ROI

Identify ROI with clear-cut measurement tools.

Demystifying success metrics

A clearly defined measurement strategy sets your team up for success.

Whether it’s the number of products purchased, leads generated, or executive meetings conducted, we’ll help identify key success metrics that matter to you. It’s equally important to define roles and responsibilities so data gets captured and synthesized during and after your event. Our measurement plans incorporate the team members responsible for capturing and analyzing each metric.

The experts who’ll help you include the team formerly known as Exhibit Surveys, Inc. (ESI) who served the industry for over 50 years, conducting primary research and measurement on more than 5,000 exhibitions and events, including more than 10,000 exhibits, across six continents.

Here are the top research and measurement services for those exhibiting at a show and for those who are organizing an event

Research and Measurement Services for Exhibiting at a Show

Get ready to grow.

Enjoy peace of mind, knowing that your return on investment will clear, and that the process for measuring it will be seamless.

Corporate Event Programs

Developing a standard approach to performance measurement is essential for organizations participating in a diverse portfolio of events — from private corporate events to trade show exhibits, mobile tours, and road shows. Our approach is to develop an initiative that’s flexible enough to measure all types of events in a portfolio.

The data is used in conjunction with our event industry benchmarks to set realistic and measurable objectives for future events. The measurement program provides metrics that support event selection and investment-level decisions, while helping to develop future event strategies.

On-Site Visitor Interviews

Gather immediate feedback on the tactical elements of your brand presence across all aspects of the visitor’s journey in real time, enabling you to take corrective actions to improve results. Measure your event objectives and the performance of specific tactics (staff, demos, attractions, etc.) in meeting those objectives.

Post Show Leads

Justify the level of investment by quantifying the value of your leads, and profile leads according to product interest, buying role, purchase plans, and interest in competitors. Assess overall performance and engagement with leads on-site.

Competitive Analysis

Evaluate and compare your design, activities, and personnel against your competition. Information collected includes observations of visitor experiences, demos, graphics and signage, attention-getting techniques, promotion, attendance, sponsorship activities, etc.

Sales Conversion Research

Identify the percentage of leads purchasing one or more products exhibited at the event. Quantify the dollar volume of purchases from your company versus your competitors' companies. Measure the influence of the event versus other factors on these purchases. Determine the percentage of your leads who have received follow-up from your sales personnel since the event.

Research and Measurement Services for Organizing an Event

Design your roadmap to success.

When your event serves a multitude of audiences and objectives, measuring return on investment can become a murky process. We ensure our clients have a clear roadmap to success.

Our research and measurement practice can bring you up to speed and show your event performance compared to industry benchmarks

Attendee Research

Document audience quality to support exhibit space and sponsorship sales efforts. Identify new attendee segments. Measure the attendee experience against expectations to assess and improve the value of the event and increase attendee retention.

Key Exhibitor and Partner Analysis

For corporate owned events, determine business partners’ expectations and results, and their degrees of satisfaction with the event. Address concerns before they evolve into more significant challenges.

Category Expansion Research

Tap into feedback from potential attendees and exhibitors to inform future strategic decisions. Measure awareness and perception of your event and your competitors. Find new segments of attendees and exhibitors, and learn how best to attract them.


By comparing your results against our proprietary event industry benchmarks, our team can provide you with insights about your most recent event and recommendations for the future. 

HealthCheck® Dashboard

Designed to provide a comprehensive evaluation of an event, this dashboard combines financial and other metrics with data curated from our proven survey methodologies, for a complete overview of the show. We then compare these KPIs against industry benchmarks to assess the event’s performance in its true context.

Event Insights™

Receive insights about your most recent event and recommendations for the future. With our Event Insights® research offering, a team of professionals will guide you through the questionnaire development phase using a proprietary library of survey questions. Relax, while our team handles the project execution, from emailing the invitations to hosting the surveys, collecting the responses, and reporting the results via web conference. We compare your results against our proprietary event industry benchmarks to give you event insights and recommendations.

Exhibitions and Conference Research

A successful trade show delivers equal value to all parties: organizers, attendees, exhibitors, and sponsors. The research and measurement process helps organizers address their most pressing challenges in delivering that value.

Aquia Francisco


to take the first step?

Want to create personalized experiences and provable ROI? 

Get in touch with the Freeman team to start planning your next event.

Aquia Francisco

Associate Strategist

Freeman XP


What you need to know to stay ahead of the ever-changing experiential marketing curve.

Exhibitor Ordering About Solutions Insights Work Contact Careers Resources
Back to Top